Sage Journals: Discover world-class research

Abstract

As firms gather increasing amounts of data, the question of how future marketers can use these data to make their marketing more relevant and to make a strategic difference remains. However, students may feel uncomfortable about information systems and database technology, which they may perceive as complex and dry. This case describes how the development of a course on data-driven marketing makes use of service design methods. The experiential learning innovation is based on the optimization of customer journey mapping, which encompasses theoretical marketing concepts, modern database architecture and practical digital marketing knowledge. As a visualization of individual interactions with a product, service, or brand, customer journey mapping helps explain the way an interaction occurs in one moment and how it influences all other moments. By taking the “data as a service” perspective on the customer journey, students benefit from a more innovative and creative approach to data-driven marketing, which helps improve their attention and motivation.

Keywords

data-driven marketing data as a service customer journey mapping persona development stakeholder map experiential learning

Get full access to this article

View all access options for this article.

References

Akella

(2010). Learning together: Kolb’s experiential theory and its application. Journal of Management & Organization, 16, 100-112.

Aoga

Guns

Schaus

(2017). Mining time-constrained sequential patterns with constraint programming. Constraints, 22, 1-23.

Asbjørn

Knut

(2018). Customer journeys: A systematic literature review. Journal of Service Theory and Practice, 8, 196-227.

Beatty

S. E.

Homer

Kahle

L. R.

(1988). The involvement–commitment model: Theory and implications. Journal of Business Research, 16, 149-167.

Berry

L. L.

Carbone

L. P.

Haeckel

S. H.

(2002). Managing the total customer experience. MIT Sloan Management Review, 43, 85-89.

Bitner

Ostrom

Burkhard

(2012). Service blueprinting: Transforming the student experience. EDUCAUSE Review, 47, 38-50.

Bosio

Rainer

Stickdorn

(2017). Customer experience research with mobile ethnography: A case study of the Alpine destination Serfaus-Fiss-Ladis. In Belk

R. W.

(Ed.), Qualitative consumer research (Vol. 14, pp. 111-137). Bingley, England: Emerald.

Canhoto

A. I.

Murphy

(2016). Learning from simulation design to develop better experiential learning initiatives: An integrative approach. Journal of Marketing Education, 38, 98-106.

Carlzon

(1987). Putting the customer first: The key to service strategy. McKinsey Quarterly, 3, 38-51.

10.

Cooper

(1999). The inmates are running the asylum. Indianapolis, IN: Macmillan.

11.

Crié

Micheaux

A. L.

(2006). From customer data to value: What is lacking in the information chain? Journal of Database Marketing & Customer Strategy Management, 13, 282-299.

12.

Crittenden

(2015). Digital and social media marketing in business education: Implications for the marketing curriculum. Journal of Marketing Education, 37, 71-75.

13.

Dowell

D. J.

Small

F. A.

(2011). What is the impact of online resource materials on student self-learning strategies? Journal of Marketing Education, 33, 140-148.

14.

Dupree

J.-L.

Lank

Berry

D. M.

(2018). A case study of using grounded analysis as a requirement engineering method: Identifying personas that specify privacy and security tool users. Science of Computer Programming, 152, 1-37.

15.

European Commission. (2016). Data protection in the EU. Retrieved from https://ec.europa.eu/info/law/law-topic/data-protection/data-protection-eu_en

16.

Fink

(2017). Pourquoi les responsables marketing doivent adopter une vision globale des données [Why marketers need to take a holistic view of data]. Retrieved from https://www.decideo.fr/Pourquoi-les-responsables-marketing-doivent-adopter-une-vision-globale-des-donnees_a9526.html

17.

Fournier

(1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24, 343-373.

18.

Gartner. (n.d.). Gartner Data and Analytics Summit 2019. Retrieved from https://www.gartner.com/en/conferences/na/data-analytics-us

19.

Goodwin

(2008). Getting from research to personas: Harnessing the power of data. Retrieved from https://www.cooper.com/journal/2002/11/getting_from_research_to_perso

20.

Grewal

Roggeveen

A. L.

Shankaranarayanan

(2015). Marketing-ITS integration: Developing next-generation managers. In Crittenden

V. L.

Esper

Karst

Slegers

(Eds.), Evolving entrepreneurial education: Innovation in the Babson classroom (pp. 139-157). Bingley, England: Emerald.

21.

Gruhn

(2016). Matinée Big Data. A modern enterprise architecture. Retrieved from https://www.mongodb.com/presentations/big-data-paris-a-modern-enterprise-architecture

22.

Kolb

A. Y.

Kolb

D. A.

(2017). The experiential educator: Principles and practices of experential learning. Kaunakakai, HI: EBLS Press.

23.

Kolb

D. A.

(1971). Individual learning styles and the learning process (Working Paper No. 535-71). Cambridge: Sloan School of Management, Massachusetts Institute of Technology.

24.

Kolb

D. A.

(1984). Experiential learning: Experience as the source of learning and development. Englewood Cliffs, NJ: Prentice Hall.

25.

Kolb

D. A.

Boyatzis

Mainemelis

(2001). Experiential learning theory: Previous research and new directions. In Sternberg

R. J.

Zhang

L. F.

(Eds.), Perspectives on thinking, learning, and cognitive styles (pp. 227-247). Mahwah, NJ: Lawrence Erlbaum.

26.

Lafley

A. G.

(2005). Foreward. In Roberts

(Ed.), Lovemarks: The future beyond brands (p. 9). New York, NY: PowerHouse Books.

27.

Lecinski

(2011). Winning the zero moment of truth. Retrieved from https://www.thinkwithgoogle.com/marketing-resources/micro-moments/2011-winning-zmot-ebook/

28.

Lemon

K. N.

Verhoef

P. C.

(2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80, 69-96.

29.

McGinn

Kotamraju

(2008, April). Data-driven persona development. In CHI 2008 Proceedings, ACM Conference on Human Factors in Computing Systems (pp. 1521-1524). New York, NY: ACM.

30.

McLaughlin

(2014). Active learning challenges old education models. Retrieved from https://www.extension.harvard.edu/inside-extension/active-learning-challenges-old-education-models

31.

McLeod

(2017). Kolb’s learning styles and experiential learning cycle. Retrieved from https://www.simplypsychology.org/simplypsychology.org-Kolb-Learning-Styles.pdf

32.

Meyer

Schwager

(2007). Understanding customer experience. Harvard Business Review, 85(2), 116-126.

33.

Miaskiewicz

Kozar

K. A.

(2011). Personas and user-centered design: How can personas benefit product design process? Design Studies, 32, 417-430.

34.

Micheaux

A. L.

(2011). Managing e-mail advertising frequency from the consumer perspective. Journal of Advertising, 40, 45-66.

35.

Micheaux

A. L.

(2013). Getting to the bottom of Pandora’s box. Journal of Direct, Data and Digital Marketing Practice, 14, 187-200.

36.

Moe

W. W.

Ratchford

B. T.

(2018). How the explosion of customer data has redefined interactive marketing. Journal of Interactive Marketing, 42, A1-A2.

37.

Mostafa

R. B.

(2015). Engaging students via social media: Is it worth the effort? Journal of Marketing Education, 37, 144-159.

38.

Bellur

Sundar

S. S.

(2015). Clicking, assessing, immersing, and sharing: An empirical model of user engagement with interactive media. Communication Research, 45, 737-763.

39.

Palmatier

R. W.

Dant

R. P.

Grewal

Evans

K. R.

(2006). Factors influencing the effectiveness of relationship marketing: A meta-analysis. Journal of Marketing, 70, 136-153.

40.

Prensky

(2001). Do they really think differently? On the Horizon, 9(6), 1-6.

41.

Pruitt

Grudin

(2003). Personas: Practice and theory. In Proceedings of the 2003 Conference on Designing for User Experiences (DUX’03). Retrieved from https://www.microsoft.com/en-us/research/wp-content/uploads/2017/03/pruitt-grudinold.pdf

42.

Qaqish

(2018, September). Customer journey mapping in 3 steps. Marketing News. Retrieved from https://medium.com/ama-marketing-news/customer-journey-mapping-in-3-steps-47f3aa4dc60b

43.

Ramshaw

(2016). Customer journey mapping software review. Retrieved from https://www.genroe.com/blog/journey-mapping-software

44.

Rawson

Duncan

Jones

(2013). The truth about customer experience. Harvard Business Review, 91(9), 90-98.

45.

Schäfer

Zinke

Künzer

Hofinger

Koch

(2014). Applying Persona method for describing users of escape routes. Transportation Research Procedia, 2, 636-641.

46.

Schlee

R. P.

Karns

G. L.

(2017). Job requirements for marketing graduates: Are there differences in the knowledge, skills, and personal attributes needed for different salary levels? Journal of Marketing Education, 39, 69-81.

47.

Stephenson

B. Y.

(1989). Critical marketing strategies for the 1990s: Databased marketing and multichannel marketing. Journal of Direct Marketing, 3(3), 34-41.

48.

Stickdorn

Lawrence

Hormess

Schneider

(2018). This is service design doing. Sebastopol, CA: O’Reilly.

49.

Stickdorn

Schneider

(2011). This is service design thinking. Amsterdam, Netherlands: BIS.

50.

Teixeira

Patrício

Nunes

N. J.

Nóbrega

Fisk

R. P.

Constantine

(2012). Customer experience modeling: From customer experience to service design. Journal of Service Management, 23, 362-376.

51.

Tong

She

Ding

Wang

Chen

(2016, May). Online mobile micro-task allocation in spatial crowdsourcing. In 2016 IEEE 32nd International Conference on Data Engineering (ICDE) (pp. 49-60). Piscataway, NJ: IEEE.

52.

Turner

(2011). Is stereotyping inevitable when designing with personas? Design Studies, 32, 34-44.

53.

van Oosterom

. (2011). Design thinkers’ process. In Stickdorn

Schneider

(Eds), This is service design thinking (pp. 224-233). Amsterdam, Netherlands: BIS.

54.

Vargo

S. L.

Lusch

R. F.

(2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1-17.

55.

Vergne

Blanc

(2016). Matinée Big Data: Air France: Stratégie Big Data et use cases [Big data morning: Air France: Big Data strategy and use cases]. Retrieved from https://www.mongodb.com/presentations/big-data-paris-air-france-strategie-bigdata-et-use-cases

56.

West

Moore

Barry

(2015). Beyond the Tweet. Using Twitter to enhance engagement, learning, and success among first-year students. Journal of Marketing Education, 37, 160-170.

57.

Zomerdijk

L. G.

Voss

C. A.

(2011). NSD processes and practices in experiential services. Journal of Product Innovation Management, 28, 63-80.

Customer Journey Mapping as a New Way to Teach Data-Driven Marketing as a Service

Abstract

Keywords

Get full access to this article

References